Updates from May, 2007

• WOM BtoB Whitepaper: Let Us Do the Heavy Lifting
  
  

  WOMMA Editor 9:03 am on May 30, 2007 | Comments Off Comments Permalink
  

  Have a great WOM BtoB case study that you want to share with your industry peers, but don’t have the time to write it up? Let us know. We’ll arrange to interview you, and we’ll write the case study for you. It’s easy: Tell us your story, and we’ll spread the word.
  WOMMA and member companies Slack Barshinger and Keith Bates and Associates have teamed up to bring the word of mouth marketing industry the first ever WOM BtoB whitepaper — a collection of case studies to demonstrate BtoB word of mouth in action. This is a great opportunity; step up and showcase your expertise in this high-demand area by submitting your WOM BtoB case study — or contact WOMMA to set up an interview, and we can do the heavy lifting for you.
  Have you done something WOM-worthy in the world of BtoB? We want to hear about it. For more information, or to submit your case study now, email us at editor@womma.org.

  

  

   

• Yahoo! Makes Travel Personal with Site Upgrades
  
  

  WOMMA Editor 9:02 am on May 30, 2007 | Comments Off Comments Permalink
  

  When it comes to promoting destinations, word of mouth is key. Just ask online travel brokers like Priceline and Expedia. They’ve already enriched their websites with user-generated content, including blogs and reviews for and by consumers. And now, WOMMA member company Yahoo! is following suit with a redesigned travel hub intended to generate word of mouth among information-hungry travelers.
  The new Yahoo! Travel includes user-generated destination guides and reviews, as well as instant messaging capabilities for travelers that want to share content or discuss travel plans. A new section, “Today’s Picks,” even makes personalized destination recommendations based on users’ past activity.
  Each of Yahoo! Travel’s upgrades is designed to help travelers share and discover information. Says Jasper Malcolmson, director of Yahoo! Travel: “By tapping into the collective intelligence of other like-minded travelers, there is a greater ability to plan and take truly memorable trips — no matter how near or far you want to go.”
  Learn more (Yahoo!)
  Learn more (BizReport)

  

  

   

• Urban Outfitters Launches Buzz-Worthy Blog
  
  

  WOMMA Editor 9:01 am on May 30, 2007 | 2 Comments Permalink | Post Your Comment!
  

  Urban Outfitters prides itself on being a little bit different. Its clothes are unique, its furniture funky, and even its corporate blog — which debuted last month — is decidedly un-average. In fact, the new Urban Outfitters blog isn’t just unique; like most of the chain’s merchandise, it’s also a conversation piece.
  Urban Outfitters launched its blog in April, and it’s been generating buzz across the blogosphere ever since thanks to its radical design and its targeted content. The blog shuns the standard vertical structure of most blogs and is built horizontally, instead, so that users can scroll sideways through 22 separate windows of content. What’s in those windows is unique, too, as the blog is organized geographically; the point isn’t only to advertise local store promotions and sales, but to connect with customers by sharing cool cultural happenings in each of the store’s major urban markets.
  Everyone has a blog these days, but Urban Outfitters’ is proof that there’s still room for innovation online.
  
  Learn more (Urban Outfitters Blog)
  Learn more (Brand Flakes for Breakfast Blog)
  Learn more (Strategic Public Relations Blog)

  

  

   

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• Mophie Turns Customers into Product Engineers
  
  

  WOMMA Editor 9:00 am on May 30, 2007 | Comments Off Comments Permalink
  

  Many, many successful products are created in under-cover research labs using top-secret research. More and more, however, popular products are being developed open-source style with consumers at the helm. Among them is the Bevy, an innovative case for Apple’s iPod Shuffle that debuted this month and was designed by product development firm Mophie — or rather, by its customers.
  The Bevy retails for $15 and features a protective covering for the Shuffle, an earbud wrap, a keychain and a bottle opener — all in one compact device. Even more notable than its design, though, is the Bevy’s origin: It’s the first of three Mophie products created and voted on by consumers at this year’s MacWorld Conference & Expo, where the company transformed its booth into a live, collaborative product creation lab.
  Not only is the Bevy inventive, it’s also a reminder to companies that the best products are sometimes born of buyers’ brains.
  
  Learn more (Macsimum News)
  Learn more (Fast Company)
  

  

  

   

• >>>> From the Womnibus Blog: Links You Can Use
  
  

  WOMMA Editor 8:59 am on May 30, 2007 | Comments Off Comments Permalink
  

  How — and Why — to Be Authentic
  “A Few Non-boring Ways to Use Twitter For Marketing”
  
  America’s Favorite Brands
  Advertisers Pursue, Embrace Evangelists

  

  

   

• WOM BtoB Whitepaper: Let Us Do the Heavy Lifting
  
  

  WOMMA Editor 10:04 am on May 29, 2007 | Comments Off Comments Permalink
  

  Have a great WOM BtoB case study that you want to share with your industry peers, but don’t have the time to write it up? Let us know. We’ll arrange to interview you, and then we’ll write the case study for you. It’s easy: Tell us your story, and we’ll spread the word.
  WOMMA and member companies Slack Barshinger and Keith Bates and Associates have teamed up to bring the word of mouth marketing industry the first ever WOM BtoB whitepaper — a collection of case studies to demonstrate BtoB word of mouth in action. This is a great opportunity; step up and showcase your expertise in this high-demand area by submitting your WOM BtoB case study — or contact WOMMA to set up an interview, and we can do the heavy lifting for you.
  Have you done something WOM-worthy in the world of BtoB? We want to hear about it. For more information, or to submit your case study now, email us at editor@womma.org.

  

  

   

• Fly Your WOMMA Flag: Get Your Member Recognition Kit
  
  

  WOMMA Editor 10:04 am on May 29, 2007 | Comments Off Comments Permalink
  

  To help our members show off their WOMMA pride, we’ve developed a Member Recognition Kit that’s full of tools you can use to promote your company as one that ethically empowers and amplifies consumer voices.
  WOMMA’s Member Recognition Kit is designed to help you fly the word of mouth marketing flag for your company. You may use it in whole, in part, or not at all, depending on your personal needs and goals. Each piece of the kit may be used at your own discretion to:
  * Publicize your WOMMA membership
  * Demonstrate your company’s dedication to the word of mouth marketing industry
  * Announce your company’s commitment to word of mouth marketing ethics
  * Promote word of mouth as an important tool within the mainstream marketing mix
  Take advantage of your WOMMA Member Recognition Kit today.

  

  

   

• Teleconference: Use WOM to Drive Seasonal Sales
  
  

  WOMMA Editor 10:03 am on May 29, 2007 | Comments Off Comments Permalink
  

  Join us Wednesdays at noon EST for WOM Wednesdays, WOMMA’s ongoing teleconference series. Just register, dial in, and listen up to get the ideas that will truly expand your marketing horizons. After the teleconference, visit our website for an audio recording of the call, an exclusive member benefit that can be downloaded for free from the WOMMA Member Center.
  > Tomorrow, Wednesday, May 30, at noon EST –>
  Driving Seasonal Sales with WOM: How Hormel Made it Happen
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  If you’re considering a WOM campaign in advance of the summer selling season or if you’re already hatching plans for the 2007 holiday season, we’ve got the teleconference for you. Hormel and BzzAgent will detail how they used WOM to spark trial, prompt conversations, and overcome objections to the Jenny-O Turkey Store brand just in time for the 2006 holiday season. Featuring Art Muldoon, SVP of Client Services, BzzAgent, and Cristofer Eide, Director of Retail Marketing, Hormel.
  > Wednesday, June 13, at noon EST –>
  Know Thy Customer: WOM Strategies to Uncover Customer Needs
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  Find out how Higher One and The Phelon Group tapped into the power of word of mouth to find out what Higher One customers really wanted — and then put that information to work creating stronger connections with current customers and repeatable programs for prospects. Featuring Sean Glass, CMO, Higher One, and Steven Nicks, EVP of Client Services, The Phelon Group. (NOTE: This call was previously scheduled for May 16; previous registrations will be honored.)
  Cost is $20 for WOMMA members, $60 for non-members.
  Sign up:
  http://www.womma.org/events/teleconferences

  

  

   

• Measuring Word of Mouth Vol. 3: Call for Student Papers
  
  

  WOMMA Editor 10:02 am on May 29, 2007 | Comments Off Comments Permalink
  

  WOMMA’s one-of-a-kind collection of word of mouth marketing research continues to be in high demand and is setting the standards for word of mouth marketing research. Measuring Word of Mouth Vol. 1 is now in its second printing, Vol. 2 is flying off our shelves, and Vol. 3 is underway.
  This year, as a way to increase the diversity of our content, we’re opening Measuring Word of Mouth to student submissions. Students represent the future of the industry, and we welcome them to take advantage of this opportunity to show off their word of mouth marketing savvy to their future peers.
  Monday, June 4 is the deadline for student papers, and the clock is ticking! Spread the word; tell students you know about this great opportunity.
  If you know a student whose work should be included, email us at editor@womma.

  

  

   

• Get All Your WOM News in One Place: Womnibus Weekly
  
  

  WOMMA Editor 10:01 am on May 29, 2007 | Comments Off Comments Permalink
  

  Starting this week, WOM Research will no longer be a stand-alone newsletter. We’re rolling our word of mouth marketing research content into our Womnibus Weekly newsletter, making Womnibus Weekly your one-stop shop for all things word of mouth, including news, research, and examples of word of mouth in action. We know your time is valuable, so make Womnibus your primary resource for all things WOM.
  Of course, WOMMA’s Action Items newsletter will continue to be your source for membership-related opportunities. WOMMA Action Items is your best way to keep tabs on what WOMMA is doing to serve you best as we work to preserve and promote the word of mouth marketing industry.
  Updated WOMMA Newsletter Schedule:
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  * Action Items on Monday, for the latest WOMMA news and opportunities you can use.
  * Womnibus Weekly on Wednesday, for all things word of mouth — now including research!
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  >> WOM Research subscribers: Don’t forget to subscribe to WOMMA’s Womnibus Weekly newsletter to continue to get your weekly word of mouth marketing fix. Subscribe now.